VALIDATE

CUSTOMER-RELA
TED CONCERN
CS_EP11/12ENTREP-0d-g-9
WAYS to VALIDATE CUSTOMER-R
ELATED CONCERS

 PRIMARY RESEARCH TOOLS – INTERVIEW;

FOCUSED GROUP DISCUSION; AND SURVEY

 INTERVIEWS, FOCUS GROUP and SURVEYS help you collect new

or original information rather than using secondary information
from the internet and publications. You can make your questions
specifically to your business and you can gather more in depth
information.
  PRODUCT INTERVIEW
WAYS to VALIDATE CUSTOMER-R
Examples: ELATED CONCERS
 PRODUCT VISION QUESTIONS

• What’s your favorite product?

• What’s your favorite app?

PRODUCT VISION QUESTIONS - using the “CIRCLES method”

Comprehend the situation – remember the 3 W’s and the H:
• What is it?
• Who is it for?
• Why do they need it?
• How does it work?
Identify the customer
Report the customer’s needs – As a
Cut, through prioritization – review the customer need you
identified and then narrow the list done to just one. Explain the
prioritization process.
 List solutions – now you can discuss solutions… Think big; have at
WAYS to VALIDATE CUSTOMER-R
least three ideas
Evaluate trade-offs – a trade-off is where one thing increases and
ELATED CONCERS
another must decrease
Summarize your recommendation – choose which product or service
you’d recommend; Recap why your solution is the most; Show
your product vision

 BEHAVIORAL QUESTIONS - right before you answer a behavioral

question know when it is the perfect time to ask
Example:
• What are the top three qualities you look for in an ideal
laptop/cellular phone?
 INSTRUCTIONAL QUESTIONS – sample questions include:
• How do you make a cup of coffee?
• How do you iron a shirt?
• How would you make a peanut butter and banana
sandwich?
  ESTIMATION QUESTIONS – sample questions include:
WAYS• to VALIDATE
How many
a year?
bottles of shampooCUSTOMER-R
are consumed in the Phils.

ELATED
• How much should you
Jollibee?
CONCERS
charge to wash all the dishes in

• How many square fee of pizza are eaten everyday in the

Phils?

 FOCUSED GROUPED DISCUSSION

-based on a set of questions or discussion point
-small number of people (usually between 4 and 15, but
typically 8) brought together with a moderator to focus on a
specific product or topic. Aim at a discussion instead of on
individual responses to formal questions.

• Produce qualitative data (preferences and beliefs) that

may or may not be representative of the general
population
 WHY USE FOCUS GROUPS?
WAYS to
• To find VALIDATE
solution to problems. CUSTOMER-R
• To deepen understanding of quantitative data.
ELATED
• To investigate CONCERS
group attitudes and beliefs.
• When there is believed to be a difference in power between the
researcher and participants.
• To investigate complex ideas and behaviors.
• To explore the differences and commonalities.
• To generate ideas at the exploratory stage.

ADVANTAGES OF FOCUS GROUPS

• May lead to a deeper understanding of the issues for both
participants and the moderator
• Some participants may feel more at ease in a group setting
• Can be empowering for participants
• May lead to practical solutions/changes
• May save time and money compared to interviews
• Can be fun!
 DISADVANTAGES OF FOCUS GROUPS
WAYS to
• Can be trickyVALIDATE CUSTOMER-R
to maintain control of the
• Can be difficult to record/transcribe
discussion

ELATED
• Some people CONCERS
may be reluctant to express views in a group
(especially if they disagree with the majority)
• Can be difficult to get a range of participants
• Can be difficult to organize dates, venues etc.

Planning a focus group: PARTICIPANTS

• Usually 6-10 (can be 4-15);
• Need to feel comfortable as a group and have something in
common (e.g. common experience):
• But also need divergent opinions within the group;
• Ideally 2 groups per audience (e.g. 2 working females, 2 non-
working females, 2 working males, 2 non-working males)
 Planning a focus group: LOCATION
WAYS
• Needsto
access;
to beVALIDATE
accessible e.g. good publicCUSTOMER-R
transport links, easy

ELATED CONCERS
• Neutral environment (and if possible familiar to participants)
• Appropriate size and facilities (e.g. facilities making drinks,
moveable chairs);
• Send participants directions/map
Planning a focus group: LAYOUT
• Horseshoe or u-shaped usually best;
• Avoid classroom and lecture theatre layout; and
• For a larger group, may want to divide into a smaller mini-
groups
Planning a focus group: TIMING
• Usually 1 to 2 hours long; Try to link to an existing activity if
appropriate so people don’t need to make a separate journey
(but this may limit the length etc.)
• Consider when is most convenient for participants e.g.
day/evening/weekend
• Offer options of different days/times
 Planning a focus group: STAFF
WAYS to
• Minimum ofVALIDATE CUSTOMER-R
2 people – facilitator and note-taker
• Note-taker records main point of discussion, but more
ELATED CONCERS
importantly interaction, body language won’t be picked up on
recording
Planning a focus group: RECORDING
• Video-useful, but may make people uncomfortable
• Audio-less obtrusive
• Transcription can be difficult, but it’s not crucial to know who
makes each comment (interested in group perspectives)
• Written notes (body language etc); Results of any activity
Planning a focus group: ETHICS
• Need to allow time for ethics approval
• Written information for participants setting out: exactly what is
involved; how results will be used; how data will be stored;
benefits;
• Confidentiality and anonymity;
• Withdrawing from the study;
• Give verbal information too and check understood
  SURVEY
WAYS-Fixed
tosetVALIDATE CUSTOMER-R
of questions which are usually used to collect
quantifiable information (ex: the percentage of people happy
withELATED CONCERS
a particular product)

Questions in surveys are:

• Multiple choice
• True/False or Yes/No
• Ranking or Ratings (e.g. 1-5, or strongly agree/ disagree
scale
• Can be administered via e-mail, snail mail, or phone and
usually target customers or potential customers.
• Keep your survey questions short
• Questions should be clear and easy to understand

Test your questions on friends and family to make sure they

are easy to answer
 Product evaluation survey – a specialized type of survey; which is
WAYS to VALIDATE CUSTOMER-R
conducted after your audiences purchased the product. This type of
survey is to narrow down on the personalized sentiments and
ELATED CONCERS
feedback from customers about the product or in other words
getting to know that customers feel so that the product can be
improve over the time.

There are a Number of Reasons for which Product Evaluation Survey is fast
becoming a norm for companies to integrate into their marketing
campaigns:
• This survey helps you get specialized sentiments about a recently
launched or long existent product
• It helps you pinpoint the key areas of the product that requires
improvement
• It allows you to narrow down on the key aspects of the product
• It find out interesting statistics on the product
• It helps in research
Domo Arigato
Rafael Nieves
ABM-12